ABSTRACT
This article reviews several developments in the operating environment of direct sales organizations which affect the strategic roles of the personal selling function. The most likely strategic roles are discussed, and tactical implications for direct salespeople and sales managers are suggested. To fully realize the multiple benefits of personal selling, direct sales organizations must be firmly committed to the trust-based relationship selling paradigm. Such a sales approach requires salespeople to move past a short-term transaction orientation to fulfill roles such as counselors, ombudsmen, and ambassadors.
